Local consumer lender in Australia now competes effectively against big banks CASE STUDY Background/Opportunity CashDirect is an Australian lending operation that issues small consumer loans up to $2,000. Immigrants from different countries make up a large part of the company's borrowers. Generally these people have thin or no credit history, and are considered ineligible for loans by mainstream banks. CashDirect identified this underserved niche as a great business opportunity. They understood that these honest, hardworking people are happy to pay back their loan, and build a lasting relationship with their lender. CashDirect saw the potential to play in a small pond with less competition, as well as to nurture a high lifetime value with these customers. Before T urnKey Lender,

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